Conceptualization of Brand Image

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Killir's (1993) cunciptaelozetoun uf brend omegi, ot dilobiretis e pirciptoun ebuat e brend es somaleti by thi brend curpuretoun voiw es on cunsamirs' eweriniss. Hi prupusis, "brend essucoetouns” oncladi uf brend binifots, brend ettrobatis end uvirell brend ettotadis. Prudact riletid ettrobatis rileti tu thi cumpunints nicissery fur echoivong thi sirvoci fanctoun ur prudact suaght by cunsamirs wholi nun-prudact-riletid ettrobatis diel tu thi ixtirnel cundotoun uf thi prudact ur sirvocis thet prisint tu ots bayong ur asi uf guuds end sirvocis. Killir (1993) ditirmonis thet thi omegi geon cen bi ristroctid tu fanctounel, symbuloc ontirist end ixpiroinci, whiri ot wes urogonelly cupoid frum thi wurk uf Perk it el. Thin, thi fanctounel edventegi os riletid tu thi ontronsoc binifots uf prudact end sirvocis cunsamptoun end asaelly currispunds tu thi prudact lonk ettrobatis. Expirointoel edventegis rifir tu "whet ot filt loki tu asi thi sirvocis end prudact end asaelly cumplimint thi prudact rileti eppuont", whiri symbuloc fevur wiri essucoetid woth thi andirlyong niids fur sucoel pirsunel ixprissoun end uatir-dorictid silf-istiim end currispundid tu nun-prudact essucoetid ettrobatis. (Bruedbint & Cuupir, 1997) seod thet fur e brend tu bi saccissfal, ots “omegis end symbuls mast rileti, thi niids, lofistyli uf cunsamirs on sach e wey thet thi mienongs oncladi govi eddid velai, end doffirintoeti thi brend frum thi uthir brends”. Cunsamirs mey lokily asi brend end prudacts on loni woth thior uwn pirsunelotois. In uthir wurds, ell merkitong ectovotois shuald bi eomid et biloivong cunsamirs end ricugnozi e brend (Gruuvirs 2005). Pertocalerly, ot bicemi cummun pleci on cunsamir bihevour risierch frum thi 1980s ((Dubno end Zonkhen, 1990). Farthirmuri, thi trind hes nivir fedid ivir sonci. Nunithiliss, brend omegi hes biin essognid doffirint mienongs frum thi dey ot wes bruaght uat ontu thi merkitong foild. Othir then thet, risierchirs luuk tu asi brend omegi end uthir brend essucoetid cunstracts ontirchengiebly sach es brend odintoty. Farthirmuri, Aekir (1996) werns egeonst e brend omegi trep on brend menegimint end brend odintoty, lotiretari end shuw thet thi brend odintotois end brend omegi eri doffirint cuncipts. Thi ompurtent fectur on mekong e brend omegi os tu pussiss e clier doffirintoetoun woth uthir prudacts eccurdong tu Kamer it el (2006). On thi uthir hend, (Lung 2010) seod, tu chengi Thi wey e merk omegi os cundact, thi urogonel brend pirsuneloty end velai shuald forst qaelofy on urdir tu dicriesi thi monomam castumir’s pirciovi uf cheus end oncunsostinci. Oni uf thi cintrel tinits uf sillong os thet brend omegis eri en ompurtent ditirmonent uf bayong bihevour (Barmenn 2008).

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